Wingstop to open its first California sports diner

Oct. 19, 2012

Updated Aug. 21, 2013 1:17 p.m.

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Wingstop Sports in Orange will be the chain's second concept restaurant and the first in California. Wingstop Sports has an expanded menu of appetizers, as well as a larger assortment of entrees. JOSHUA SUDOCK, THE ORANGE COUNTY REGISTER

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Wingstop Sports is opening in Orange. Daniel Sonenshine, president of Far West Restaurant Group, center, reviews the new menu with Jorge Louis Ortiz Garcia, executive vice president of operations, left, and Kerri Sonenshine, executive vice president of marketing, as crews complete construction and installation Wenesday. JOSHUA SUDOCK, THE ORANGE COUNTY REGISTER

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Wingstop Sports in Orange is the second new concept restaurant by the chain and the first in Orange County. Wingstop Sports has an expanded menu of appetizers, as well as a larger assortment of entrees. JOSHUA SUDOCK, THE ORANGE COUNTY REGISTER

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Wingstop Sports is hoping to lure more dine-in traffic with a larger format store, an expanded menu and more TVs. It also has a six-seat bar. COURTESY OF WINGSTOP

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Wingstop Sports is opening in Orange. Daniel Sonenshine, president of Far West Restaurant Group, describes his hopes and vision for the new concept. It is the second new concept restaurant by the chain and the first in Orange County. Wingstop Sports has an expanded menu of appetizers, as well as a larger assortment of entrees. JOSHUA SUDOCK, THE ORANGE COUNTY REGISTER

Wingstop Sports in Orange will be the chain's second concept restaurant and the first in California. Wingstop Sports has an expanded menu of appetizers, as well as a larger assortment of entrees.JOSHUA SUDOCK, THE ORANGE COUNTY REGISTER

Food meet-up at Pelican Hill

Nancy Luna, who pens The Register's online column Fast Food Maven, is hosting a meet-up for fans at The Resort at Pelican Hill.

Twelve readers and their guests will sample dishes from the Coliseum Pool & Grill's new fall menu created by head Chef Marc Osier. During the Oct. 29 event, Luna and her guests will meet resort chefs from 5-7 p.m. One lucky reader will receive a grand prize of two tickets to attend the resort's Italian street festival Nov. 3.

Go to Fast Food Maven (ocregister.com/fastfood) to enter to win the opportunity to attend the event. Winners will be randomly selected Oct. 25. Register subscribers will have an extra chance to win. Don't want to sign-up online? Send an email to nluna@ocregister.com for directions on how to mail your entry.

When Danny Sonenshine opened his first Wingstop in 2005, the Bell Gardens restaurant suffered from an identity crisis.

"People had no idea what we were. They kept thinking we were a Red Wing shoe store," Sonenshine said.

Eventually Southern Californians embraced the Texas-based chicken wing concept. Today, Sonenshine operates 19 Wingstop restaurants in Southern California, including five in Orange County. His franchise company, Santa Ana-based Far West Restaurant Group, plans to open three to four new restaurants a year.

The growth comes as the 520-unit chain, whose core business involves takeout orders, rapidly expands its presence across the country. On Sunday, Sonenshine will open his 20th location – a test concept dubbed Wingstop Sports.

The pilot store, the second to open in the country and the first in California, is designed to attract more dine-in customers with an expanded menu and seating capacity. The Wingstop Sports in Orange has 74 seats, more than double a typical Wingstop location.

The 2,400-square-foot restaurant is also outfitted with 10 high-definition TVs and a 6-seat bar with five taps. While the restaurant maintains Wingstop's typical aviation décor, walls are also covered with sports memorabilia from local high schools and professional sports teams like the Angels and Lakers.

"We think there's a need for a family-friendly environment to watch sports," Sonenshine told the Register during an exclusive interview Wednesday.

The menu will feature the chain's signature made-to-order classic and boneless chicken wings as well as new items such as chicken sandwiches, wraps, salads and appetizers. New starter items include mozzarella sticks, crispy green beans, loaded fries, chips and dip, chicken quesadilla and Twisters. The last item is a fresh-cut, cooked-to-order Idaho potato that is spiral cut into chips.

Service at the fast-casual sports concept will also be different than a typical Wingstop. After ordering at the counter, customers will get a number. Servers will bring food to your table, instead of calling out your order number.

Winstop Sports enters the Orange County market as Buffalo Wild Wings has opened several sports bars in the area. But Sonenshine said his concept is not trying to battle beer-focused sports lounges.

"We don't want to be a bar," he said. "We're not trying to compete with Buffalo Wild Wings. They have a different atmosphere."

Earlier this month, Wingstop reported third-quarter same-store sales up 16 percent compared to the same period a year ago. Sales tend to get a big boost in the fall due to the football season, chain officials said.

"This is our favorite time of year," Wingstop chief executive Charlie Morrison said. "There's nothing better than watching guests stop in before the game and pick up wings for the perfect tailgate party. Wings are a convivial food, and our fans crave a product that's made-to-order and uncompromising in quality."

In its fourth quarter, Wingstop is expected to open up to 30 restaurants, including locations operated by Sonenshine in Orange, San Clemente and Los Angeles. The San Clemente restaurant will be a traditional Wingstop at 800 Avenida Pico. It is slated to open by early December.

The Wingstop Sports in Orange is scheduled to open at 10 a.m. Sunday at 1541 E. Katella Ave.

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